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Executive Power 50: Focus on JS Anand, founder and CEO, LEVA Hotels
JS Anand is hoping to bring his homegrown hospitality brand to more locations across the region
Since LEVA Hotels was first launched in 2018, JS Anand has been gathering momentum for his home grown lifestyle brand. Soon that momentum will reach its terminal velocity, as LEVA hopes to have 10 operational hotels by the end of 2022.
LEVA Hotels focuses on delivering maximum returns to investors. Investors can either partner with LEVA Hotels on the construction of a new property or collaborate with them to transform an existing property, tailored to the owner’s budget.
Another feature that prioritises return on investment is tight and structured lean staffing models. Ownerships are also given the option of leasing or getting an external operator to create a concept and run the entire F&B operation in order to meet the ownership and brand’s requirements.
In particular, Anand is eyeing locations across MEA and Africa and confirmed plans for resort properties in the portfolio down the line.
Currently, the group has five properties across MEA, including the flagship Leva Hotel Mayaza Centre in Dubai.
At the flagship hotel along Sheikh Zayed Road, LEVA Hotel Mazaya Centre has spent the last 12 months upgrading. There have been enhancements both in terms of the spa, and in terms of food and beverage. For example, LEVA Hotels has signed an agreement with Baker’s Kitchen to open an ‘innocent food’ venue at the hotel.
With an impressive ranking on TripAdvisor as number seven out of 865 hotels in Dubai, the brand’s flagship hotel Leva Hotel Mazaya Centre has achieved a Travelers’ Choice Award being part of the top 10 percent of best hotels worldwide on TripAdvisor in two consecutive years (2020 and 2021).
Baker’s Kitchen at LEVA Hotel Mazaya Centre will offer a range of healthy options and be part of LEVA Hotels’ room service menu.
With Anand pushing the group forward, LEVA came out in September 2021 revealing ambitious expansion plans, looking to add 75 new properties to its portfolio by 2032. Eyeing markets such as Saudi Arabia, Doha and Egypt, LEVA said the region is lacking in ‘affordable luxury’ properties.
Anand said: “There is education and brand philosophy that needs to be communicated to ownership as to what LEVA stands for and where it wants to be.”
